Apples and Androids and Apps, Oh My!
Last month, Apple released the iPhone 5, selling five million units in the first weekend; however, after five years of smartphone supremacy, is the iPhone losing its edge to Android?1 Apple’s new release came up one million units short of projected sales, and even though the iOS still exists as the top platform used by app developers, whether or not they’ll maintain their dominance is in question.2
According to a recent GigaOM Pro Survey, (in which 352 app developers completed web-based questioners), app developers are forecasted to begin using the Android platform at a faster rate than iOS.2
So the question for marketers remains: Apple or Android? (And of course the follow up) Mobile or Tablet? Or, is pricey app development even necessary if the company constructs an efficient website compatible for mobiles and tablets?
The answer: let the target consumers tell marketers what platforms they prefer. In this modern marketing age, marketers have to be attuned to what the consumer base wants, how and where they want to hear about it. Investing in apps might not be the best option if that’s not how consumers want to communicate with the brand; on the other hand, if consumers want quick and easy access—app development might be the way to go. Be mindful, general market preferences differ from Hispanic consumer preferences. And with more Hispanics using mobile platforms to access the Internet, marketers must take their preferences into consideration before marketing to them.
In any case, marketers must keep up with the continuous Apple/Android battle, and ensure—no matter what platform they choose—they maintain an integrated marketing approach. Apps and websites are branding tools, as well as sales tools—marketers cannot afford to alienate their consumers with complicated or subpar applications and websites.
“We have so many resources to communicate with our consumers, more than ever before, but we can lose them quickly if we don’t truly have an integrated marketing approach,” said George L. San Jose, president and chief creative officer at The San Jose Group. “Think of inviting consumers to your website like you were inviting them into your home; you’re not going to entertain when you’re in the middle of construction, and you don’t want to have a messy, confusing layout that might turn them off (like making them walk through the bathroom to get to the kitchen).”
So before marketers choose a platform, they must gain insights from their consumers. Then, present it back in a way that consumers can move effortlessly between companies’ apps and websites. Gain trust and build loyalty from consumers, and companies are sure to maximize their ROI while driving engagement.
Sources
1. Sherman, Erik. “Apple Stock Spanked for Low iPhone 5 Sales.” September 27, 2012. Money Watch. http://www.cbsnews.com/8301-505124_162-57521414/apple-stock-spanked-for-low-iphone-5-sales/
2. Molla, Ryan. “Android App Development Growing at a Faster Rate than IOS [Chart].” October 4, 2012. GigaOM. http://gigaom.com/2012/10/04/android-app-development-growing-at-a-faster-rate-than-ios-chart/
